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Livestock Market Interruption Strategy (video)

Disease outbreak? Flood or ice storm? These events can have a major impact on livestock producers and meat processors. It’s why Canada has a Livestock Market Interruption Strategy in place. Learn more about the strategy.

Video transcript

[Acoustic guitar music starts.]

[It starts with an image of a maple leaf and silhouettes of livestock. We then see shots of ranchers, animals, meat inspectors, delivery trucks and grocery stores in the meat aisle. These images slide on and off the screen throughout the video with a graphic style similar to street and highway signage. Text on screen:

Canadian livestock
Strong demand
Solid reputation]


You’re a proud, Canadian livestock producer or meat processor. Demand is strong for your products in Canada, down south and around the world. Your reputation is solid. Business is good.

[A truck driving down the highway is stopped. Freeze frame. The music stops.]

But what if something happens? Disease outbreak? Flood or ice storm?

[Text on screen:]


Markets shut down? Or you can’t move your animals or products? The only things heading south are your profits and the industry’s reputation.

[Shot of processing plant goes black. An arrow points down. Shot of cattle in field goes black.]

It can happen in an instant… and can have long lasting effects.

[Image of a street sign with an arrow, taking a slight detour.]

That’s why you have your farm emergency plan.

[Cut to image of cattle, next to a street sign that reads “Emergency Plan.”]

It’s also why Canada has a Livestock Market Interruption Strategy in place - giving industry and governments the tools to be prepared.

[Cut to image of another sign that reads, Emergency Plan, on the top and Livestock Market Interruption Strategy on the bottom.]

The L-M-I-S -- or Lim-Miss…

[Four traffic signs drop from the top of the screen with the letters, L – M – I – S, on them.]

…was developed in partnership with producers, processors, industry associations and governments.

[The L turns into an icon of a barn with the word “Producers” underneath. The M turns into a worker with a handcart with the word “Processors” underneath. The I turns into an icon of a man at a desk with the words “Industry Associations” beneath. The M turns into a building icon with the word “Government beneath.]

The goal of the LMIS is to protect your livelihood and provide support during a market interruption.

[The graphic from previous scene morphs into four different icons and text on screen, representing the four areas:]

The strategy covers four major areas:

[Text on screen:

  • Roles & responsibilities
  • Market support
  • Industry transition
  • Communications]

[Cut to a sign with arrows on it that reads “Roles and Responsibilities.”]

The first area defines the roles and responsibilities of everyone involved to ensure a better decision making process and a coordinated response.

[Text on screen: Producers > management of healthy livestock]

Producers decide what to do with healthy animals if they can’t be sold.

[Text on screen: Processors > operations without normal markets]

Processors decide how best to operate without normal markets.

[Text on screen: Government > communication and coordination]

Government leads communication and coordination.

[Cut to a sign with two arrows pointing up that reads “Market Support.” Below are icons of the globe, livestock and a shopping cart.]

The second area is to manage markets to support continuity.

[Text on screen:

Market support

Government > re-open global markets]

Government works to re-open markets as fast as possible.

[Text on screen:

Industry associations > messaging to producers and markets]

Industry associations coordinate messaging with producers and clients, both in Canada and abroad…

[Text on screen:

All > stabilize domestic market]

…all while focusing on stabilizing domestic markets.

[Cut to a jumble of words, calendars, question marks, dollar signs, icons and images are all confused on the screen. A cursor arrow and mouse work to separate the items into a neat check list. Text on screen: Industry transition]

The third area is helping industry navigate the transition to a new normal.

An emergency can force you and the entire sector, to make tough decisions about your farms, livestock, businesses and futures.

The LMIS offers tools and information to help you make those decisions.

[Text on screen:

Smart tools > Make for smart decisions]

[Cut to icons of computers, televisions, radios and microphones. Text on screen: Communications]

Last area is communications which is key when dealing with a livestock emergency that interrupts market access.

Industry and government need to work hand-in-hand when facing an emergency.

[Text on screen:
Humane depopulation?
Carcass disposal?
Financial losses?
Who does the talking? When?
How do we inform the public?]

The LMIS provides the guidelines for clear communications.

[The screen divides into three triangles with several images that change: a rancher on a horse driving cattle, steaks being displayed in a butcher shop, a truck driving down a highway, a hand on a computer mouse, and piglets.]

Emergency planning is EVERYONE’S responsibility.

The success of the LMIS depends on the readiness of all partners, including individual producers and processors. That’s you!

[The images are replaced by a sign that reads: Are you ready?]

Are you ready?

[A text drops down below the sign, reading:]

Visit to learn about the full strategy and for resources to help you and your livestock business prepare for an emergency.

[Cut to the animated Canada wordmark.]

[Text on screen:  (c) Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2018)]

[The music fades out.]

[Fade to black.]

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